With social networking services seeking to improve the quality of content they host by making their own, even ephemeral messaging service Snapchat has felt compelled to act.

Snapchat has been teasing the idea of creating its own video content for at least a year, but this somewhat counter-intuitive move has taken a while to become reality. There is presumably only a very specific type of video content that is best consumed via a mobile messaging apps and now we finally get to see what that is.

“Today, we’re excited to debut Snap Originals – exclusive shows created by some of the world’s greatest storytellers, with new episodes released every day,” said the announcement. “Our first slate of Snap Originals includes Co-Ed, a new comedy from the Duplass Brothers; Class of Lies, a mystery thriller from one of the minds behind Riverdale; and Endless Summer, a docuseries following rising stars in Laguna Beach — from Bunim/Murray, the creators of Keeping Up with the Kardashians.

“Snap Originals will also feature new Show Portals, letting you swipe up and step inside a scene from a Show to experience it for yourself. Snap Originals will also have Lenses, Filters, and other fun ways for you to share the show experience with your friends.

You can see the promotional video below. It indicates that Snapchat is trying to do some novel things that play to the strengths of video consumed via a smartphone. This trend also reinforces the consensus that video-driven mobile data consumption is growing exponentially and will continue to do so for the foreseeable future.